2010 Winners & Shortlists

Results and Effectiveness

Over 130,000 people were exposed to our heat-sensitive thermal cards during the GITEX exhibition. Of the 100,000 cards produced and distributed - 8,000 cards were redeemed and used with a transaction. More importantly, we took something very dull and boring and created a completely new sales promotion vehicle. All in all, it was a very ‘touchy’ week for the city of Dubai.

Creative Execution

We injected some spark into the age old ‘Scratch n Win’ mechanic and create the regions first ‘Touch n Win’ promotion. Mundane scratch cards were replaced with media first heat-sensitive thermal cards to reveal cash back prizes. They were strategically distributed at the GITEX shopper & participating outlets to target masses who are on the lookout for technology innovations during this week. Magazine jackets and other print executions were deployed to drive awareness of the promotion & ‘Touch the Future Now’ positioning driving audiences in the UAE to the event itself.

Insights, Strategy and the Idea

Touch technology products have been available & targeted towards a niche audience. hp has introduced an elaborate line of touch products and wanted to take this innovative technology to the masses under their new communication umbrella “touch the future now”. GITEX is the leading technology exhibition in the UAE attracting residents and regional visitors. hp is a key partner for GITEX and has annual promotions to drive sales of their products. Our idea was to give the masses a feel of the innovative technology by creating a futuristic promotion which explores their sense of touch.